Our social guide for beauty brands

Beauty is one social media’s most competitive categories, brands that grow consistently go beyond the basics. Aesthetically-pleasing content is the bare minimum, it has to be paired with an approach that focuses on education and engagement.

Gaining traction needs a strategy that differentiates your brand from the sea of beauty competitors fighting for attention.

Our five key pointers give you a starting point from which your product, efficacy and lifestyle can cut-through on social media.

Scrolls are quick on social media, so people need to recognise your brand immediately - without seeing your logo.

That means using colour consistently, having a familiar face or tone-of-voice. Brands like Rhode or Glossier feel unmistakable with every post.

The best-performing beauty content teaches people something - that encourages a ‘save’, the holy grail of interaction for a beauty brand.

Think about how origin, science, application and routine can each be used to create content that inform and add value to beauty buyers.

Product content can build reassurance and trust, but to truly start building purchase intent customers need to start seeing your brand in their lives.

Think carefully about where your product set fits in with your customers’ routines - from their morning run to self-care Sundays - then build content around those moments.

Fast-growing beauty brands make their followers feel involved. They are buying into your community as much as they are your brand.

Ask for their feedback, engage them in conversations and celebrate their own content. Having a community focus will help your brand grow collectively and create advocacy.

Beauty as a category can be quite surface-level, with a focus on projecting an image over being more vulnerable as a brand.

Taking followers on the journey with you by going BTS gives them a stronger connection with your brand and makes you more relatable.